Client Overview:
“Clients” is an online retailer specializing in a wide range of Islamic clothing, particularly focusing on hijabs and abayas. With a solid online presence, Jidda Shop provides its customers with high-quality Islamic apparel at competitive prices. The brand is dedicated to offering stylish yet modest clothing options, and it wanted to use Facebook ads to boost sales, engage potential customers, and maintain a low cost per conversation.
Key Challenges:
- Increasing Customer Engagement: “Clients” needed to engage more customers through its ads and convert interactions into actual sales.
- Cost-Effective Advertising: The goal was to run highly effective campaigns with a budget-conscious approach, ensuring that each conversation started had a low cost.
- Optimizing Video Content: The challenge was to create videos that kept the audience engaged long enough to drive meaningful interactions and purchases.
Goals:
- Increase messaging conversations on Facebook to engage potential buyers.
- Reduce the cost per messaging conversation.
- Drive more conversions from engaged users.
Key Strategies & Actions:
- Targeted Messaging Campaigns: “Clients” used Facebook’s targeted messaging campaigns to reach users interested in Islamic clothing. Ads were crafted to attract potential customers by offering attractive promotions and new arrivals, thereby increasing customer interaction via Messenger.
- Optimizing for Cost-Effective Engagement: A significant focus was placed on reducing the cost per messaging conversation, which was brought down to $0.05—well below the industry average. The ads targeted users who had shown an interest in similar products and offered an extra discount for those who reached out.
- Video Ads for Engagement: To enhance engagement, Jidda Shop used video ads showcasing their clothing collection. The video hook rate was 19%, indicating strong initial engagement. Although the hold rate was lower at 1.59%, the video reached over 1.24 million views, making it a highly successful engagement tool.
- Performance Monitoring and Adjustments: Continuous performance tracking allowed for real-time adjustments to the campaigns. By monitoring the cost per message and video performance, the ads were optimized to ensure the highest ROI and engagement.
- Creative Adjustments: With regular analysis, adjustments were made to improve video content and targeting. The videos were refined to capture the audience’s attention within the first few seconds, improving the overall campaign effectiveness.
Results:
- Messaging Conversations Started: The campaign generated 8,238 messaging conversations, showcasing an impressive level of customer engagement.
- Cost per Conversation: The cost per messaging conversation was optimized to $0.05, making the campaigns highly cost-efficient.
- Total Spend: A total of $386.32 was spent on the campaign, resulting in a strong return on investment due to the low cost per conversation.
- Video Performance: The video ads reached 1,247,618 views, with an average video playtime of 00:04. The video’s hook rate of 19% was strong, showing that a significant portion of viewers were interested in learning more about the products.
Conclusion:
By strategically using Facebook’s messaging campaigns and video ads, Jidda Shop successfully engaged a large number of potential customers at a very low cost per conversation. The campaigns not only increased customer engagement but also optimized the overall cost-efficiency of the brand’s marketing efforts.
Suggestions for Future Improvement:
- Improve Hold Rate: Working on improving the video content to keep viewers engaged for a longer period could help boost conversions further.
- Retargeting: Implementing retargeting strategies for users who engaged with the ads but didn’t convert could help drive more sales.
